The benefits of automation in the hospitality industry are undeniable, both for guests and staff members.
Hotels, hostels, service apartments, and other types of accommodation businesses still face staff shortages plus an increased demand for personalisation. All this added to guest expectations that keep changing and becoming more demanding.
This has made automation no longer optional but key for these businesses to survive and provide a good experience.
However, there is still a great fear around it. Hoteliers are indecisive about how much automation they need in their hotel, how to apply automation strategically and how to use it to improve their service and help their staff feel less stressed.
In this article, we will review the key areas and benefits of automation in the hospitality industry, and we’ll provide real examples of how hotels are solving common challenges through the implementation of automation.
Automation in hospitality is more than a buzzword. It can help to actually solve real problems. Do any of these sound familiar to you?
Those are only three examples of situations where automation is desperately needed to shift how operations and communication are handled.
Overall, with the use of hospitality automation solutions, hotel teams can:
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There’s one important aspect to understand before you start with automation at your hotel: every property is different and will need varying levels of automation.
Just because something works for your competitor doesn’t mean it’ll work for you as well. Also, the level and type of service your property offers determines which tasks you can automate in your various departments.
Find the areas where you could benefit most from automation by answering the following questions:
Let’s look at an example to illustrate how two different properties may use this approach:
A downtown business hotel can use online check-in to save business guests time on arrival. They appreciate that because they get to their room faster where they can rest or get to work. This saves the front desk team time as well, which is especially useful on high-turnover days.
In the evening, the hotel’s direct guest communication tool allows for easy, hassle-free room service breakfast pre-orders. This is great for both guests and staff because nobody has to make extra phone calls or deal with doorknob forms.
At a five-star island resort, automation will look different. No automated check-in is needed here since the in-person welcome is part of the overall experience. However, the hotel could send an automated pre-arrival message providing information about the surrounding area or offering extra services (e.g., a romantic set-up in the room). This boosts anticipation among travelers and gets them more excited for their trip.
While guests are in-house, a direct communication tool allows the hotel to ensure they get highly personalised and attentive service. It also gives the team a chance to immediately address issues and make up for mistakes.
One prevailing myth around automation in hospitality suggests its use will strip away the cherished personal touch that guests seek when choosing a hotel. But, is that so?
The truth is automation can be used in many departments. Some might include areas that face guests like the check-in process, while others are directly related to your operations, like orders, task management, creation of guest journeys, and more.
This being said, using hotel automation in the right way means that you will be able to save time that otherwise would be wasted with repetitive tasks. This gives you more time to think about that personal touch and stay in contact with guests.
Many hoteliers object to automation because they fear their service will lose its personal touch. And yes, if you blindly overdo it, that could happen. But with the right tools and approach automation can enhance your staff’s ability to offer excellent service.
The most important thing is to always keep your guest’s interest at heart when you implement automation to streamline operations.
Learn more about how a hospitality CRM helps you personalise your guest communication.
Another misconception revolves around the belief that every guest arrives at a hotel with the expectation of encountering a human host. While this may hold for some, the truth is that preferences vary widely.
Guests, being diverse in their preferences, appreciate different levels of interaction. Some relish the seamless, tech-driven experience, while others crave the warmth of human connection. The key lies in finding a delicate balance that caters to both ends of the spectrum.
Embracing automation doesn't mean eliminating the human touch. Instead, it opens avenues for customisation, allowing guests to choose the level of personal interaction that aligns with their desires.
For example, if you enable the option of online check-in and mobile keys, guests who desire a more low-profile stay, will be able to get to their room without having much interaction, while guests who want to be welcomed by a person will enjoy the attention of the host.
This point will truly depend on your property. However, a formula that has worked for most hotels is to focus on automating time-intensive and repetitive tasks, specifically the ones that add low value, like sending booking confirmations or answering frequently asked questions.
On the other hand, maintain the human touch in tasks that are more complicated and require more reasoning like handling a guest complaint, responses to elaborated requests, responses to reviews, or in-person services.
On this video, Meghan Dinegar, General Manager at Yours Truly in Germany, shares how they decide what touchpoints of the guest journey automate and which ones to keep handling manually.
The moral of the story is to automate tedious manual jobs to save time. Reinvest this time into offering more personalised service and customising every guest’s experience as much as you can.
As you see, automation in hospitality is not an either-or scenario. Instead, you need to find the right balance for your hotel and guests.
Discover here how Bookboost helps you apply automation to your property.
Perhaps the most crucial truth to recognise is that technology alone cannot fix a broken guest experience. If the foundation is flawed, simply adding automation won't remedy the underlying issues. A holistic approach is required, addressing and refining the overall guest experience before introducing technology for maximum impact.
While automated check-ins, smart room controls, and other tech innovations can undoubtedly contribute to a seamless stay, they are just pieces of the puzzle. A truly exceptional guest experience involves a holistic approach that encompasses personalised service, attention to detail, and a genuine understanding of individual preferences.
Technology serves as a valuable tool, streamlining processes and providing conveniences. However, it cannot replace the human element that defines hospitality.
Genuine interactions, thoughtful gestures, and responsive staff are integral to creating a memorable guest experience. In all this puzzle, automation plays a key role in helping staff members deliver all those valuable experiences.
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